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针对少儿频道特性,浙江电视台少儿频道从开播至今打出了一系列组合拳,使频道的广告创收年均递增25%左右,远远超过全国其它少儿频道广告递增幅度。本文试从浙江少儿频道的频道定位策略、品牌建设策略和活动营销策略等方面入手,探析浙江少儿频道运营的创新。电视频道的标志,就像产品的商标,有着不可替代的作用。浙江少儿频道自创办那天起,就以鲜亮、饱和的色彩和可爱、灵动的图形结构,冲击着青少年观众的视觉,在当时的电视界可谓独树一帜。8年后的今天,该频道又从浙江电视台第8套节目的创意出发,以“8”为主体,再配以中国古代四大发明的元素,使频道的logo充满生气和张力,充分体现了“放飞梦想创领未来”的频道定位与理念。我们在小朋友中做过一次调查,
According to the characteristics of children’s channel, Zhejiang TV’s children’s channel has played a series of combination punches since its launch so that the annual revenue of advertisements of channels will increase by about 25% each year, far exceeding that of other children’s channels in the country. This article tries to start with the channel positioning strategy, brand building strategy and activity marketing strategy of Zhejiang Children Channel to explore the innovation of Zhejiang Children Channel operation. TV channel logo, just like the product’s trademark, has an irreplaceable role. Since its founding, Zhejiang Children’s Channel has hit the eyes of young audiences with vivid, saturated colors and lovely, smart graphic structures. It was unique in the television industry at that time. Today, eight years after its release, the channel started from the idea of the 8th program of Zhejiang Television Station and its main body is “8 ”, which is matched with the elements of the four great inventions of ancient China so that the channel logo is full of vitality and tension. Reflects the “flying dreams to create the future ” channel positioning and philosophy. We have done a survey among children,